MS polices pirates

By Candice Jones for Microsoft
Johannesburg, 16 Oct 2007

Microsoft is bolstering its anti-piracy strategy in SA by investing in an advertising and marketing drive across the country.

Following an international campaign, the Genuine Software Initiative (GSI) begins in SA this weekend, with marketing inserts in radio and on billboards. According to the company, the strategy aims to combat SA`s software piracy industry.

"SA`s piracy rate is at 35%, which is exactly the worldwide average," says Mark Reynolds, small business and transactional partners group manager at Microsoft.

He says illegal software is costing consumers and partners "millions of rands" each year in lost productivity and poor security. "According to a 2006 IDC report, losses from piracy cost South African companies R534 billion [in that year]."

Earlier this year, Microsoft`s GM for East and Southern Africa, Thapelo Lippe, said piracy in Africa as a whole was around 80%.

Reynolds would not disclose the amount the company would spend on the campaign. However, he says the GSI campaign is a significant investment for Microsoft SA.

Big losers

Microsoft says that almost half of those consumers who use counterfeit, or unlicensed software today, do so unknowingly. "Through GSI, we will make significant investments in consumer education to raise awareness of the benefits of the real thing - and the risks of pirated software."

Reynolds says: "Fake software can put your computer - or, in some cases, your entire business - at risk. For example, companies could suffer reputational damage, civil action and downtime from unsupported products, among others."

The company offers an online validation process that allows users to verify the authenticity of their software. "Eighteen South African companies are Microsoft Certified Software Asset Management specialists and can assist customers before it`s too late."

Consumers who suspect their software is not genuine should use the validation process. Reynolds adds: "Go back to the person who sold you the computer or the software to demand genuine software; or report the reseller to Microsoft."

The company says the fight against piracy is a long-term project. "It`s important that customers get what they pay for, are fully licensed, and are experiencing the benefits of genuine software," Reynolds says.

Microsoft is keeping a close eye on piracy activity in SA. The company recently worked with the South African Police Services to uncover an alleged piracy scam, which was responsible for counterfeit copies of Microsoft products being sold through a stall at Brightwater Commons.

"Honest software resellers and consumers are the biggest losers when it comes to software piracy. Consumers get faulty, poor-quality products, cannot get support and often lose their money. Everyone loses, including Microsoft," says Reynolds.